higher conversions, better roi - … conversions, better roi advanced landing pages that improve...
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HIGHER CONVERSIONS, BETTER ROI
Advanced landing pages that improve campaign ROI
Presented by:Michael Burgess, Moog
Scott Brandt, SurePayrollAnna Talerico, ion interactive
TODAY’S SESSION
• Who we are
• What does ‘advanced landing pages’ mean?
• Case study: Moog
• Case study: SurePayroll
• Putting advanced landing pages to work for you
Michael Burgess, MoogScott Brandt, SurePayroll
Anna Talerico, ion interactive
IT’S INEVITABLE....
EVERY CLICK HAS TO LAND SOMEWHERE
YOU ARE EITHER JUMPING SHIP...
...OR PILOTING THE PLANE
EVERY CLICK HAS TO LAND SOMEWHERE
• Ad hoc—‘Just pick a page’
• Haphazard or afterthought
• Unclear objective
• No testing
• Little to no analysis
ANY OLD LANDING PAGES
• Ad hoc—‘Just pick a page’
• Haphazard or afterthought
• Unclear objective
• No testing
• Little to no analysis
• Part of plan
• Specific goals & objectives
• Methodical (what/why)
• Tested & optimized
• Managed
EVERY CLICK HAS TO LAND SOMEWHERE
ADVANCED LANDING PAGES
ADVANCED LANDING PAGES LEAD TO BETTER RESULTS
before after
Conversion rate
Lift
Turnaround
Pages
1% 8%
800%
MonthsMinutes,
hours or days
Less than 5 Thousands
before after
Conversion rate
Lift
Turnaround
Pages
2% 18%+
900%
MonthsMinutes,
hours or days
Less than 5 Thousands
Presented by ion & Wellpoint at Digital Marketing Mixer, October 2009
120% conversion lift over 24 months
Advanced landing pages lead to
✓ 2-10x Conversion rate increase
✓ Lower cost per acquisition
✓ Reduction in costs
✓ Faster speed to market
✓ Actionable, meaningful data
✓ Competitive differentiator
MOOG FACTS
• Moog is a designer, manufacturer, and integrator of precision control components and systems worldwide.
• Founded in 1951
• Employees Worldwide: 8,844
• 2009 Revenue: $1,849 million
• Traded NYSE: MOGA and MOGB
YOU KNOW MOOG
• Aircraft flight controls
• Wind Turbine pitch control and remote maintenance
• Flight Simulators and Automotive Testing
• Wimbledon’s Centre Court Roof
• Space: From Apollo to the Space Shuttle
• James Bond - Sinking Venetian building at the end of Casino Royale
WHAT MOOG IS NOT
...although the two founders were cousins.
WHAT I DO
• Manage online marketing, primarily for our Industrial markets around the world
• Areas of focus: email marketing, PPC, analytics, and LANDING PAGES!
CHALLENGES
• Long, technical sales process
• Solution/product configuration can differ across regions
• Global vs Regional considerations
• Conservative company and customer base
WHY LANDING PAGES?
• Critical piece in generating leads
• Allows us to create focused, regional experiences that are not possible on our corporate site
• Allows us to test things like copy, visuals, and form lengths that we can often incorporate into our broader marketing pieces
TYPICAL LANDING PAGES
• White paper download
• Event registration
• Product/Solution microsite
ELECTRIC ACTUATOR CAMPAIGN
OBJECTIVE
Generate leads for North American sales for for our linear servo actuation packages by targeting design engineers.
OUR SOLUTION
• Provide a checklist and customer success story in PDF format in exchange for contact information
• Generates leads and provides awareness of our expertise in the field
MEDIA SELECTION
• Roadblock ad on trade website
• Text ad in trade e-newsletters
• Not trying to attempt to sell the product; rather trying to sell the case study (click)
Roadblock Ad E-newsletter Ad
LANDING EXPERIENCE
• “Logical” next step from advertisement
• Easy form
• Straightforward copy
• Similar visual style to advertisement
OUR FIRST TEST
TEST RESULTS
No statistically significant difference in the forms.
TEST #2
TEST RESULTS
3% increase in the conversion rate.
CAMPAIGN RESULTS
Roadblock Enewsletters
Click-through-Rate 14% 1%
Conversion Rate Start6%
End9%
Start45%
End50%
SUREPAYROLLScott Brandt
Vice President, Marketingwww.surepayroll.com
SUREPAYROLLSurePayroll is the online alternative to ADP and Paychex. We launched
our SaaS model in 1999, and today we service tens of thousands of small businesses across the country.
Awards include:• PC Magazine Editor’s Choice Award• Inc. 500 Fastest growing company• 2009 Stevie Winner - eCommerce Best Customer Service• 101 Best Companies to Work For
• INDUSTRY: Payroll
• EMPLOYEES: 150
• GEOGRAPHY: National
• # USERS: 30,000+
CUSTOMER ACQUISITION CHANNELS
1. Direct to customer2. Accountants / Bookkeepers3. Private label / Banks
USE OF LANDING PAGES
• Landing pages support all channels, allowing us to effectively segment our marketing while simultaneously testing and measuring creative, messaging, promotions and the medium itself.
• Mediums that benefit most from landing pages:• Search Engine Marketing (PPC)• Email campaigns• Sponsorships• Banner ads• iPhone Mobile Application• Promotions / Rules / Terms• Partnerships
• Third party landing page vendor was selected to give marketing autonomy over technology, as well as speed to market.
LANDING PAGES STRATEGY
• “Beat the champ”• Innovate versus Iterate• Test radically different concepts• The champ gets the traffic• We then move into detailed / multivariate testing
• Iterative testing includes:• Headlines, buttons, colors, offers, copy, etc.
• Understand your target market – providing relevant information is key• What is the “cheese”?
• Everything gets measured• You must have transparency through the sale, not just lead conversion:• LP1: 100 leads, 3 customers• LP2: 50 leads, 7 customers
LANDING PAGE DEVELOPMENT
• Learn from the best – investigate lead generating industries that do it well• Leverage company assets – video, content, promotions,
graphics • Research best practices – case studies, blogs, expert
analyses• Test, test, test•Measure, measure, measure•One size does NOT fit all – be prepared to modify
landing pages for individual segments
2005 LANDING PAGE
Goal: Educate / Convert• Text heavy• Minimum graphics• Testimonial• Credibility bar• Free Quote
Result: Increased lead volume 100% versus no landing page
Take-away: Use of landing pages out performs sending user to site
Goal: Simple / Convert• Text light• Minimum graphics• Removed Testimonial• Removed Credibility bar• Sleek looking• Free Quote• Remove Phone #
Result: Decreased lead volume 70% versus original landing page
Take-away: User is looking for information, facts, assurance.
NEW CONCEPT 1
Goal: Options / Convert• Text light• Strategic graphics• Removed Testimonial• Removed Credibility bar• Give user options
Result: Decreased lead volume 40% versus original landing page
Take-away: User is looking for direction. If they don’t understand service, they won’t know where to click or how to act.
NEW CONCEPT 2
Goal: Direction / Convert• Text light• Strategic, larger graphics• No Testimonial• Give user direction• Multi-step landing page
Result: Increased lead volume 60% versus original landing page
Take-away: User is looking for direction, simplicity, and enough information to make them want to learn more. Product images add to validation / credibility.
NEW CONCEPT 3
Goal: Education / Convert• Text light• Use of video• Give user the facts• Multi-step landing page,
segmenting market
Result: In testing
Hypothesis: Use of video will help educate customer, qualifying potential customers and disqualifying users looking for a different type of service.
NEW CONCEPT 4
Goal: Convert• Only payroll company with free
iPhone App• Paid service required• Allow users to learn more• Touch to call
Result: Measurable lead volume
Take-Away: For users that want to download the app, its free. To run service, you need to sign up using a PC/Mac. This landing page allows users to quickly call, or submit their info to get the process started.
We test this landing page as well.
IPHONE LANDING PAGE
SUMMARY
• Use of landing pages increases conversions• Third party landing pages providers supplies autonomy, as well as a
SaaS application, reducing overhead while continually delivering an improved product.• They help me stay to date on trends in the industry, as well as offer
experience using different approaches.
• To be successful, you can’t be afraid to fail. Just make sure you do so in a controlled environment.• Innovate, Test, Measure, Iterate• Landing pages provide valuable insights into user behavior, relevant
content, effective messaging, and web usability that can be transferred to multiple areas of marketing, sales and customer service.
6 WAYS TO PUT ADVANCED LANDING PAGES TO WORK FOR YOU
Anna TalericoExecutive Vice President, ion interactive
www.ioninteractive.com
ABOUT IONLiveBall—enterprise landing page software & services
Hundreds of customers, diverse verticals(like Moog & SurePayroll!)
LiveBall customer conversion rate 3x industry average
ion interactive 561-394-9484 @ion_interactive
2-10X IMPROVEMENT
ion interactive 561-394-9484 @ion_interactive
ELEVATE LANDING PAGESMake them part of the plans.
DHL INCREASED CONVERSIONS 600%
• 50+ countries centralized with landing page management
• Coordinated, cross-functional effort
• Planning, testing and optimizing central to campaign plan
LANDING PAGES AREN’T IMPORTANT IF....
• You aren’t using purpose-specific/campaign-specific landing pages
• You aren’t talking about them with your team & executives
• You aren’t putting just as much planning into your landing page strategies as you are your traffic & campaign strategies (seo, ppc, email, display, social, etc)
GET ORGANIZEDCentralize tools & processes. Decentralized tactics & execution.
AMERICAN GREETINGS WENT FROM 1 LANDING PAGE A YEAR TO OVER
1,000 LANDING PAGES A YEAR(AND CONVERTED LOTS
MORE TRAFFIC!)
YOU AREN’T ORGANIZED IF...
• Every landing page project is like starting over
• It takes several days, weeks or months to launch a new landing page
• It’s not clear who is responsible for what (strategy, production, test management, analysis, etc)
• You have more than 10 landing pages at any one time, but no landing page management in place
MATCHExpectations, messages & offers
ADS AND LINKS ARE PROMISES
DON’T BREAK THEM
YOU AREN’T MATCHED IF...
• You ‘pick an existing page’ to send campaign traffic to
• Your landing page ratio is 100:1
• You aren’t hand selecting which ads go to which landing pages
• You are using ‘generalist’ pages rather than ‘specific’ pages
THINK BEYOND THE PAGEA landing page is a box.
A landing experience is a conversion waiting to happen.
HO HUM
MORE FUN
YOUR LANDING PAGES ARE BORING IF...
• They all look the same (one template for everything)
• They consist of headline, subhead, bullets, form and a photo
• You never experiment with different layouts, imagery, forms, calls to action, copy, formats, etc
• Your pages inform rather than pitch
• WARNING—boring pages can lower your conversion rate!
SEGMENTFind out who they are, so you can be relevant.
PACKING IT ALL IN
PACKING IT ALL IN
SEGMENTATION
SEGMENTATION
SEGMENTATION
YOU AREN’T SEGMENTING IF...
• You are trying to make one page appeal to many different audiences
• You cram everything but the kitchen sink into a page and hope for the best
TESTTest anything. Test everything. Test continuously.
300%
YOU AREN’T TESTING IF...
• You are guessing
• You are debating with your team
• You are listening to opinions
• Your conversion rate isn’t going up
THANK YOU!Higher conversions, better ROI
Presented by:Michael Burgess, Moog
Scott Brandt, SurePayrollAnna Talerico, ion interactive